FEATURE | PUBLIC SECTOR PROPOSALS
A LONG AND WINDING ROAD SARAH HINCHLIFFE presents a 101 guide to the often complex task of selling to the public sector
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n 2019/20, the UK public sector will buy an enormous £848bn of goods and services.1 To get a slice of that level of spend in the future, you need to understand how the public sector buys. It’s not a subject for the back of a postage stamp, but let’s explore the basics.
l To appreciate that public sector buyers are subject to a great deal of scrutiny and tend to be risk averse. Don’t be fooled by an emphasis on innovation if you see it – if innovation means risk, they’ll probably ditch the innovation...
SEEK AND YE SHALL FIND Now you’re ready to go, where do you find BE PREPARED opportunities? With the public sector, there’s “Public sector” often conjures up images of fusty always emphasis on the formality of selling – Whitehall corridors with stuffy civil servants having to respond to an invitation to tender (ITT) running bloated departments. In fact, there or request for proposal (RFP). But, like any are thousands of organisation, public organisations in the sector bodies will go “Selling to the public sector is no public sector, from tiny through stages in their to mammoth, many procurement before they different to any other market. You running tight ships. issue any formal tender first need to be sure that you have The Public Sector documentation. They a defined offering or capability” Classification Guide, will identify the need to published by the Office buy something, define for National Statistics,2 is a good place to get a feel and justify the requirements and the budget, and for the extent of the sector. Selling to the public gather information before they seek formal sector is no different to any other market. You first proposals, choose a supplier and, ultimately, need to be sure that you have a defined offering or award a contract. capability – you need to know what you are selling, Although there are strict rules about fairness who might need to buy it, why and when they and transparency in the public sector, suppliers would buy it, and what is different and better about that are well-informed about the procurement your offering than your competitors’. You also need: from early on are better equipped to produce a l To be crystal clear about the benefits, outcomes winning proposal. So, as in any sales situation, and results that you will help the buyer achieve – you need to make yourself visible to your buyers are seeking value for money, which may potential public sector buyers and demonstrate be assessed purely on price, but complex value to them. purchases will be decided on the basis of a mix Make use of conferences, industry forums and of price and quality networking opportunities (online or offline). l To have or be able to create credibility – buyers Make direct contact and request a meeting. want to be confident they are making a sensible Start a conversation. choice with an appropriate level of risk. Your As well as networking through standard sales track record, your credentials and the way you routes, public sector buyers often undertake handle yourself throughout the procurement pre-tender market engagement. This involves process will make a difference formal interaction with the supplier 36 WINNING EDGE
